From Old Town to the Lakefront: Why Chicago's the Vig Is Venturing North
By Alexander Ross
The Vig established its reputation along the bustling 1500 block of North Wells Street by solving a common dining dilemma: how to build an authentic sports parlor that doubles as a legitimate culinary destination. Where standard neighborhood sports bars lean on fried frozen staples and domestic draft lines, the team behind The Vig invested heavily in kitchen output and cocktail design.
Their weekend brunch menu drew crowds that routinely lined up along Wells Street for glazed pork belly burnt ends and chilaquiles. Midweek business leaned into curated happy hour specials and craft cocktails like smoked old fashioneds and house-infused draft drinks. The atmosphere balanced high-energy game nights with wood-paneled, mid-century sophistication.
That operational balance turned The Vig into an Old Town anchor. Yet, inside Chicago's city limits, replicating that footprint has grown increasingly complex. Commercial lease rates along premier dining streets in Fulton Market, River North, and Old Town surged by 18% to 26% between 2021 and 2025, driving operators to evaluate whether secondary urban cores offer better return margins on capital expenditure.
Alexander Ross has covered the video game industry for a decade, writing deep dives on game design, esports tournaments, VR developments, and gaming culture.
